Same idea I had I found!

"The PureProject line is a dramatic departure for Brooks Running. As such, it required an equally dramatic unveiling. Fashioned from bamboo by Dave Laubenthal at DJL Studio, the kit embodies the sustainable ethos of the PureProject line. The laser-etched lid lifts off to reveal 2 brochures and 4 raindrop-shaped canisters with branded caps. (Illustrator Jake Hollomon provided the graphic for the lid.)

The individual canisters may be removed and re-used in various ways. This kit is designed to be a keepsake, with no material going to waste.

Two brochures fit within: the product-centric booklet features exquisite photography from acclaimed fashion accessory photographer Kenji Toma. It's accompanied by a tongue-in-cheek instruction manual for creative upcycling of the kit. A quirky cast of characters, illustrated by Tyler Marchus, demonstrates various ways to re-use the elements."

http://www.thedieline.com/blog/2011/4/29/pureproject-shoes.html?fb_action_ids=10151270680750833&fb_action_types=og.likes&fb_source=aggregation&fb_aggregation_id=288381481237582